Where do you encounter advertising? Which types of advertisements stick in your head? What makes these advertisements memorable? Do you think advertisements have an effect on your personal interests?

 Pathos- An appeal to emotion  Logos- An appeal to logic or reasoning  Ethos- An appeal to crediblity or character

 An advertisement using pathos will attempt to evoke an emotional response in the consumer.  Sometimes, it is a positive emotion such as happiness.  EXAMPLE: A group of people enjoying a picnic while eating fried chicken would be an example of pathos.  Other times, advertisers will use negative emotions such as pain.  A person having back problems from sitting in the wrong kind of chair would be an example.  Pathos can also include emotions such as fear and guilt. Think about the commercials where abandoned and abused animals are featured.

 An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does.  For example, Lysol gets rid of 99% of all germs including the flu virus.

 An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.  Ethos often involves statistics from reliable experts  EXAMPLE: Weight Watchers tries to get you to join by using celebrities and other credible people to share their weight loss stories.

 Pathos, logos, and ethos are not always separate entities and may often overlap with one another.

 A print ad showing famous people drinking milk:  Ethos  Tiger Woods endorses Nike  Ethos  Tylenol offers 8 hours of pain relief  Logos  A Magazine ad shows people smiling while riding in a jeep.  Pathos  Coke Zero is 100% sugar free  Logos

 Advertisers will use demographics in order to appeal to a certain group of people. Programming and advertising are marketed to specific groups.  This allows them to narrow their market or “target” an audience.  Examples gender, race, age, economic status, religion, level of education, region of the country, ect

 Avante Garde - Be the first to have something  Weasel Words- guaranteeing something kind of  Magic Ingredients- Something add that no competitor has  Patriotism- You will be more American.  Transfer- Using positive images to show the product as positive.  Plain Folks- Product is for ordinary people  Snob Appeal- The product is luxurious and glamorous  Bribery- Offers something extra  Bandwagon- It is a trend. Everyone else is doing it.